What to do if your inbound marketing failsIf the results of inbound-marketing efforts are dwindling over time, it might be because you've cast too wide a net and aren't reaching decision-makers, Dayna Rothman writes. Instead of producing more me-too marketing in a crowded field, remember "[t]he solution to too much noise is not to make more noise, but to sound different," Rothman writes. Also, consider whether your particular prospects would be better candidates for outbound marketing. Marketo/B2B Marketing and Sales blog
(3/22)

Download Business Wire's "2016 Media Survey”Gain insights based on the 600 journalists we polled. Learn about: optimal times to pitch the media, utilizing social media platforms, formatting news releases and online newsrooms to reach media, and building lasting media relationships. Read the report here.

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Eye on Marketing

How to talk to the CEO and communicate marketing's valueNearly 3 in 4 CEOs don't believe marketing drives demand and revenue, according to a Fournaise Marketing group study, and that's probably because chief marketing officers aren't communicating value effectively, Ellie Mirman writes. Focus on the most meaningful metrics to the bottom line to show a campaign's effectiveness subjectively, and don't shy away from drawing conclusions from them. Anticipate questions and be prepared to give succinct answers, Mirman adds. HubSpot.com
(3/21)

Using your brand portal to make everyone an evangelistA company's online portal can become much more valuable to the brand if everyone participates, Jens Lundgaard writes. Using Single-Sign On to make it easier for digital assets to be accessed by all. Keep all evangelists "on-brand" by keeping approved assets in view. And use a community manager to moderate communications between various teams. Also, utilize the portal to extend training beyond the usual and teach "how the brand should properly be represented," Lundgaard writes. eConsultancy.com
(3/22)

Investors are acquiring a taste for ad-tech companiesMarin Software's initial public offering got off to a strong start, highlighting investors' increasing appetite for ad-tech companies. That's part of a "structural shift" in the marketing business toward tech-based solutions, Cowen & Co. analyst Peter Goldmacher says. "The advertising landscape is changing. ... Marketing is changing from a qualitative art to a quantitative, mathematical function," he says. The Wall Street Journal/Digits blog
(3/22)

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Tech Edge

Facebook hashtags might help lessen users' ad resistanceWith 58% of respondents to a Silicon Beach Training survey saying advertising interferes with their Facebook experience, will the site's adoption of hashtags really help marketers? "With enough user uptake and promotion, combined with a clever strategy and a dash of luck, hashtags could be a great way for brands to improve exposure on Facebook," Aaron Charlie writes. Plus, if Facebook users conduct a search for hashtags, they might be more receptive to related advertising on that page, Charlie writes. Social Media Today
(3/22)

Why "Lean In" isn't just for womenSheryl Sandberg's book, "Lean In," should be on every business leader's reading list, regardless of gender, writes Scott Eblin. While Sandberg's tips for women on leadership and career advancement are getting plenty of attention, her book also includes serious and powerful insights on issues such as mentoring. "People will be talking about and referring to this book for a long time to come. If you haven't read it, you won't be able to intelligently participate in the conversation," Eblin writes. EblinGroup.com/Next Level Blog
(3/22)

Don't let "innovation debt" hurt your startupYour tech startup will run into trouble if you don't bother to help your development team learn new skills and stay on top of technology advances, a situation called "innovation debt," Peter Bell writes. Luckily, there are several ways to make sure your employees are knowledgeable about the latest tech trends. Among Bell's six suggestions are to send your developers to conferences, to invest in consulting and to hold "hackathons" that give your team the chance to experiment with new technology. InnovationExcellence.com
(3/23)

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Top five news stories selected by Business Marketing SmartBrief readers in the past week.